SHAREHOLDERS OF THE UNLIMITED SPORTS GROUP (USG) ANNOUNCE ACQUISITION OF THE TENSON BRAND
Amsterdam– NL (March 30th) – The shareholders of Unlimited Sports Group (USG), the leading sports, outdoor and lifestyle company in the Benelux, today announced the acquisition of the worldwide trademarks of the Swedish brand Tenson and have taken on board the Tenson International team & organization.
"We are delighted to announce the take over of the brand Tenson and the experienced and professional Tenson International team. Tenson is a fantastic brand with a rich heritage and strong distribution in Northern Europe and with excellent growth opportunities in- and outside Europe. Tenson empowers and complements our portfolio of brands in the Winter, Water and Outdoor segments and their respective lifestyles perfectly. The take over fits nicely with our ambitions to continue to grow in the branded sports, outdoor and lifestyle markets in Europe”, said Jos Gillebaard, shareholder and CEO of USG.
“We at Tenson are very happy with our new owner. The people behind Unlimited Sports Group will create the perfect home for Tenson. Tenson will get a strong owner with a great position in, for Tenson, both in existing and new markets. There is a well defined ambition to continue the strong re- launch and expansion of Tenson as a top brand in sports and outdoor in Europe, and we will see great synergies when it comes to marketing, design and distribution in the future." explained Johan Lövqvist, CEO of Tenson International.
The deal reflects a unique acquisition after several new license contracts and retail acquisitions in the last few years.
With this transaction the worldwide trademarks are acquired and also all Tenson International staff will join the new set-up. The strategy is to build on this basis and use additional expertise to further develop the brand in- and outside Europe.
About Unlimited Sports Group
USG is the leading company in the sports, outdoor and lifestyle markets in the Benelux. The group owns and manages the Dutch retail companies Aktie Sport, Perry Sport and Time Out Sport and the Belgium retailer Primo which represent 272 stores altogether.
USG owns the brands INQ, SPEX, Wildebeast and Athlete, and has the licenses for the brands Le Coq Sportif, Ellesse, Pantofola d’Oro, Diadora, Admiral, Helly Hansen, Champion, Maui&Sons and Cars Footwear in several countries. For Under Armour, USG is the exclusive distributor in the Benelux.
With quality brands, USG brings exciting and inspiring experiences to European consumers in the field of Sports, Outdoor and Lifestyle. Unlimited.
About TENSON
A way of living outdoor since 1951.
Right from day one when Tenson was established in the little Swedish coastal town of Varberg in 1951, it was a brand with groundbreaking functionality at its heart. Today, Tenson is exactly the same.
A brand with innovative functions in focus, tailor-made to work underneath bare skies. We sweat to make sure you get a garment with world-class functionality for your active outdoor life. No weather is a problem for us and we design clothes with this in mind. Our ambition is to become a world-leader in Outdoor, Ski and Marine clothing, with a look that’s now sportier than ever.
Fashion in harmony with masses of functionality. For you who just like us, wants to live an exciting, uninhibited life. That’s our way of living
Media Contacts:
Pascal Kouwenhoven
Strategic Marketing Director USG
+31-0204061111
pascal@unlimitedsportsgroup.com
Hullenbergweg 1-3
1101 BW Amsterdam ZO
The Netherlands
